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  • Writer's pictureAlexson Calahan

What do I even say?

Whether you are building messaging for yourself or your organization, finding the right words can be a challenge - especially if you are just getting started.


No sweat, bud. I've been turning complicated and messy ideas into memorable and actionable messages since Justin Timberlake brought sexy back and I've got two simple formulas to make this easy-peasy.


A solid messaging framework makes content creation a breeze but also ensures that your brand's voice is heard loud and clear.


I like to start with a positioning statement that clearly articulates who you are and what value you offer. I use a simple yet powerful formula that will help you craft a positioning statement that's as unique as your business.





The formula is as straightforward as it gets: "I do a thing for people by a method so they achieve this outcome." It's all about identifying what you offer, who you offer it to, and how you do it. Spend a few minutes filling in the blanks, and voilà! You've got a snappy intro that's perfect for networking, your LinkedIn headline, or even as a conversation starter.


For instance, here's mine:


"I tone down the stress on PR for introverted entrepreneurs by helping them build comfortable and repeatable PR workflows so that they can grow their businesses."


Now, let's take it up a notch. With our overarching business positioning message in place, it's time to refine our positioning further.


Enter the Message Builder Matrix, a document I absolutely adore for its simplicity and effectiveness. It's like having a blueprint for your messaging strategy.


To start, identify three topics you're an expert in. These will be your content pillars. For me, it's science, communications/public relations, and entrepreneurship. These topics are the foundation of my expertise and the basis of my content.


Next, let's talk about the ACT messaging framework. This approach is designed to inspire action and is broken down into three steps:

1. A - Acknowledge the current situation or pain point.

2. C - Clearly illustrate your impact.

3. T - Together, here is what happens next.


Share a brief story of how you've helped someone overcome a similar issue, and then guide them on how to take the next step with you.


Spend some time evaluating your topic areas and writing messaging for common client questions, misconceptions, success stories, opportunities, etc. This will not only help fill your social media content calendar but also ensure that your content is informative and easy to take action on. So, grab your grid, get creative, and start building those messages. Your audience is waiting to hear from you!






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